| Women Increase Market Clout in Athletic Footwear Purchases |
 Preliminary data from the NSGA "Sporting Goods Market in 2010" on women's athletic footwear purchases indicates females are increasing their purchases of more expensive footwear at the same time they are increasing their share of total athletic footwear purchases. In 2009, 12.5% of female purchases were at the $80 & over price point. In 2008, 11.1% of female purchases were at that price point; in 2007, 9.6%; and in 2006, only 8.7%. In 2009, 25.4% of all female purchases were at a price point of $60 & over. In 2008, 23.5% were at that price point; In 2007, 21.8%; and in 2006, 20.4%. At the $80 & over price point, the spread between the percent of men and percent of women purchasing athletic footwear has been declining. In 2009, the spread was 1.4%. The previous year it had been 2.1%. In 2007, it was 3.1%; and in 2006, 2.8%. At the same time women have been purchasing athletic footwear at higher price points, they have been increasing their share of total footwear purchases. In 2009, females purchased 55.2% of all pairs of athletic footwear. In 2008, they purchased 54.7% of all athletic footwear pairs; and in 2007, 54.9%. In 2008, the average price that females paid for athletic footwear was $$44.02; for males, $46.39. The spread between the two ($2.37) is the lowest since NSGA has been tracking this data. The information on average prices, purchaser demographics and channels of distribution will be included in the NSGA report "The Sporting Goods Market in 2010," to be published by the Association in late spring. Based on a consumer study of 80,000 U.S. households, the report summarizes 2009 retail sales totals - in units and dollars - for 22 types of athletic and sports shoes as well as products in more than 20 sport categories. The report, which NSGA has published for nearly three decades, provides selected product sales history for the last 10 years. This allows the analysis of long-term trends. Brand share reports on individual shoe categories are available separately. Irwin Broh Research, a company nationally recognized for its work in the sports and leisure field, prepared the 88-page report for NSGA. Pre-publication price of the report to NSGA members is $240; to non-members, $340. Sustaining NSGA retailer/dealer members and manufacturer members receive the report free. For additional information, contact Dan Kasen at NSGA, 1601 Feehanville Drive, Suite 300, Mount Prospect, Ill. 60056-6035. Phone: (847) 296-6742 Ext. 108; dkasen@nsga.org; fax: (847) 391-9827; or visit the NSGA website, www.nsga.org. |
| Monthly Report: Strong December Sports Stores Sales Bring Year Positive |
For the fourth consecutive month, the Monthly Retail Trade Survey, prepared by the U.S. Census Bureau, reported a rise in sales in sporting goods stores. For the most recent reporting month (December), sales rose a strong 8.1% after rising 2.3% in November and 6.1% in October. September sales had risen 3.3%. From February through August, the survey had reported declines -- of 2.2% in August, 1.9% in July, 3.1% in June, 4.3% in May, 1.0% in April, 2.2% in March and 1.8% in February. December sales were $4.96 billion (preliminary) versus $4.59 billion in December 2008. This fourth rise, after the seven consecutive months of declines, has also edged total 2009 sales in sporting goods stores into positive territory, up 0.8% to $37.4 billion for the year. Sales growth for the full year 2009 was the slowest since 2002, when growth was 0.2%. Sales for 2008 were $37.1 billion, up 2.3% from 2007. Sales for 2007 reached $36.3 billion, up 6.3% from 2006 sales of $34.1 billion. Sales in 2006, up 10.6% over the previous year, represented the strongest increase in the past 10 years. Total sales for calendar year 2005 were $30.9 billion, up 7.0% from 2004. In 2004 sales were $28.85 billion, up 6.2% versus 2003. Sporting goods store sales for all of 2003 were $27.17 billion, a 3.1% increase versus 2002 when sales were up a meager 0.2%. The estimated annual sales for sporting goods stores in the U.S. Census Bureau Monthly Retail Trade is consistent with sporting goods sales reported in the NSGA study "The Sporting Goods Market." The U.S. Census Bureau estimates are based on data from the Monthly Retail Trade Survey, Annual Retail Trade Survey, and administrative records and have been adjusted using results of the most recent economic census. The NSGA study is based on a sampling of 80,000 U.S. households. For a full comparative chart of sales in sporting goods stores, visit the members-only "Research & Statistics" area of the NSGA website ( www.nsga.org). |
|
January CPI for Sporting Goods More Negative |
|
 For the third consecutive month, the CPI for Sporting Goods continued its slide into negative territory. The index fell 3,6% in January after declines of 2.3% in December and 2.0% in November. It had risen 0.3% in October. This is just the third month in negative territory since June 2008 when the CPI for Sporting Goods turned positive and had remained there since then. The CPI for All Items, which turned negative in March of this year and had remained there since, rose 2.6% in January after rises of 2.7% in December and 1.5% in November. For 2009, the Sporting Goods CPI averaged a 2.1% increase following a 2.3% increase in 2008. These are the first years since 2004 that the Sporting Goods CPI has shown a positive change from the previous year. For 2007, the Sporting Goods CPI averaged a 1.5% decline. For 2006, it averaged a 1.3% decline. For 2005, the decline averaged 1.1%; for 2004, 1.2%; for 2003, 0.8%; for 2002, 2.6%. The Sporting Goods CPI reached its negative peak in December 1999, when it was down 5.8% versus the previous year. In the past five years (2009 versus 2004), the Sporting Goods CPI average has risen only 0.6% in the face of a 13.6% rise in the CPI for All Items. |
| Outdoor Sales Down in December and for Year |
 After rising 2% in November, retail sales for all core outdoor stores combined (chain, Internet, specialty)* dropped 1% in December compared to December 2008, moving from $1.07 billion to $1.06 billion, according to the Outdoor Industry Association® (OIA) Outdoor Topline Report. Sales for 2009 totaled $5.08 billion, down 2.2% for 2008. The Leisure Trends Group produces the report for OIA. Outdoor specialty retailers saw total sales up 3% from last December, with significant dollar gains coming from outerwear, apparel accessories and winter boots. Together, all outerwear, apparel accessories and winter boots accounted for 59% of December specialty dollar sales. Looking at 2009 as a whole, outdoor specialty store sales fell 4% to $2.06 billion. Footwear outperformed most product categories in 2009. Hiking boots, winter boots and multisport shoes all increased sales over 2008. In contrast, outdoor chain dollar sales slid 6% compared to last December, moving from $349 million to $326 million. However, chain stores did manage to outpace December 2007 sales, which came in at $325 million. Comparing this December to last, nearly every product category lost dollar sales. For the entire year, chains slipped 3.4% to $2.01 billion with declines coming from equipment, equipment accessories and apparel. Footwear, assisted by healthy growth in hiking boots, winter boots and multisport shoes, grew 2% in total dollar sales for the period. December 2009 online sales could not match those of December 2008 for outdoor Internet sales. Total dollar sales dropped 5% from $196 million to $186 million, but was 7% ahead of December 2007. Positively, online sales increased 4.5% for the entire year, moving from $968 million in 2008 to $1.01billion in 2009. Over the past three years, the market share of Internet sales of outdoor products has risen from 16.6% in 2007 to 19.9% in 2009. The rise has been at the expense of specialty shops, whose share has fallen from 44.2% in 2007 to 40.5% in 2009. The market share of chains has remained stable. Core paddlesport stores (specialty, chain and Internet) brought in $14 million in December and $338 million for all of 2009. Sales were up 4% for December, but lost 6.7% for the entire year. Access to the OIA outdoor retail sales Topline data and trends by industry channel and category is a benefit available to OIA members. To learn more, call 303.444.3353. For additional brand growth and brand and model market share reports, contact Leisure Trends Group at 303.786.7900 x107. *OIA Outdoor Topline Report Outdoor and Paddle channels include: outdoor and paddle specialty, national outdoor chains, regional sporting goods chains and outdoor (and paddle) Internet specialty merchants.
|
| Firearms Sales Indicator Drops Third Month in Row |
|
Continuing a trend began in November 2009, background checks for firearms fell again in January, according to data from the FBI's National Instant Criminal Background Check System (NICS). The system shows background checks on the sale of firearms fell 7.8% in January when compared to January 2009.
In January 2010, 1.12 million background checks were performed; in the same month in 2009, 1.21 million. Background checks had fallen 7.6% in December and 20.0% in November.
The three declines follow a small 4% increase in October and a stronger 12% increase in September. Background checks rose 12% in August, 8% in July, 18% in June, 16% in May, 30% in April and 29% in March.
The unprecedented rise began in October 2008 and reached a record 1,529,635 requests for background checks in November 2008, a 42% jump over the previous November. For 2009, total background checks numbered 14.0 million, up 10.4% from 12.7 million in 2008.
FBI background checks are required under federal law for all individuals purchasing firearms from federally licensed retailers and are considered a strong indicator of actual sales by industry experts.
|
| NPS Visits Finish Year with Visits and All Camping Categories Up |
|
In a year-end revision, the National Park System (NPS) reported recreation visits had increased 3.1% in 2009. Recreation visits grew to 283.3 million, or 8.5 million more visits than in 2008. December visits declined 4.0%; November had risen 0.1%.
All camping categories were positive for 2009. For the full 12 months of 2009, tent camping was up 7.2% (3.2 million) and RV camping was up 6.3% (2.1 million). Backcountry camping was up a more modest 3.3% (1.9 million).
In 2008, total recreation visits were flat. Backcountry camping was up 5.5%. Both RV camping and tent camping were down, 4.5% and 1.5% respectively.
|
| Canadian Sporting Goods Sales Strong in Third Quarter |
|
 After modest growth in the second quarter 2009, retail store sales of sporting goods in Canada surged in the third quarter, according to Statistics Canada. Sales for the third quarter of 2009 rose 6.3% from the previous year, $1,264.5 million (Canadian) versus $1,190.1 million. Sales had grown 3.2% in the second quarter.
Year-to-date retail store sales of sporting goods reached $3,363.1 million, a 3.6% increase versus the same nine months of 2008.
Statistics Canada, Canada's national statistical agency, functions in a fashion similar to the U.S. Bureau of the Census in the U.S.
For 2008, retail store sales of sporting goods in Canada had slipped 1.5%, $4,264.4 million (Canadian) versus $4,329.3 million in 2007. For 2007, Canadian retail store sales of sporting goods had risen 2.6%
Specialized clothing for specific sports are included in the total for sporting goods. Non-store retailers (infomercials, direct-response, catalog, etc) are not included in quarterly data.
|
| Ski Resort Bookings Slightly Behind Last Year |
|
Winter occupancy at ski resorts measured from November-April is down 1%, according to the Mountain Travel Research Program (MTRiP). This is a slight improvement from Dec. 31 when it was down 3%.
The most positive indicator showed that reservations taken during the month of January for the next six months is up 9.5% compared to January 2009, the strongest pace seen in the past three months. Varying increases were also reported in five of the upcoming six months. The report revealed another sign of progress in January, as it became the first month since April 2009 that actual occupancy increased compared to the same month the previous year.
Currently, bookings for February are up 2.4% compared to February 2009. The trend for short-lead bookings appears to remain in effect, as the next two months are strengthening while reservations and bookings beyond March remain relatively weak.
|
| New Footwear Brand Share Reports Available at Pre-Publication Pricing |
The new 2009 NSGA Footwear Brand Share reports are now available at pre-publication discounts. Reports for Spring/Summer products will be available in February; for Fall/Winter products, in March. Each footwear brand share report shows product sold by type of outlet, retail price range, major geographic regions and household income. It includes data on age and gender of major user. Reports include graphs showing year-to-year changes. The brand share data is based on a representative sample panel of 40,000 households. This panel is maintained by NFO, one of the most respected research companies in this field. Types of outlets covered in the report include: sporting goods stores, specialty athletic footwear stores, specialty sport shops, pro shops, discount stores, department stores, family footwear stores, on-line/Internet, mail order, factory outlet stores and other outlets. . Separate reports are available on 17 categories of athletic and sports footwear. Although listed separately in the questionnaire, "gym shoes/sneakers" and "fashion sneakers" are integrated in a single report. In that report, the two categories are broken out separately. For purchasers of two or more footwear brand share reports, an overview report of the footwear market will be included at no additional cost. The overview integrates all footwear categories except Boat/Deck, cycling, golf, hiking, hunting, skateboard, toning, wrestling and sports sandals. This report represents the responses of more than 5,000 households. For a listing of brand share reports available and their cost, contact NSGA Director of Information Services Dan Kasen at dkasen@nsga.org or 800-815-5422, ext 108. |
|
|
|
Research Newsletter 
